Using Social Media to Increase Organization Commitment Collaboration and Social Media Using Social Media to Increase Organization Commitment Adriene Nazaretian Radcliffe Collaboration and Social Media Evangelist Office of the CIO Yale University March 2015 a_radcliffe Adriene Radcliffe Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universiy

Topics Covered Today Commitment Factors that Drive Commitment Social Media Engagement and Commitment Resulting Influences of Social Media on Commitment

Topics Covered Today Commitment Factors that Drive Commitment Social Media Engagement and Commitment Resulting Influences of Social Media on Commitment

Commitment “Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” -Vince Lombardi

Commitment

Commitment What does it mean to be committed to an organization? Survey says: Overall satisfaction of the workplace Proud to work for your institution Recommend it as a great place to work Not seriously considering leaving What does commitment look like in terms of behavior? Research says: Engagement and involvement Conscientiousness in execution Increased innovation Better attendance Sirota workplace survey questions and data from http://psycnet.apa.org/journals/apl/75/1/51/ Journal of appied psychology volume 71 “Perceived organizational support and employee diligence, commitment and innovation.

Topics Covered Today Commitment Factors Which Drive Commitment Social Media Engagement and Commitment Resulting Influences of Social Media on Commitment

Factors Which Drive Commitment Creating a work environment which employees feel personally connected starts with making sure they know and understand what the mission vision and goals are!

Factors Which Drive Commitment When employees understand the mission, vision, goals they can make better decisions, and therefore feel an increased sense of commitment to the mission, vision and goal “Making good decisions is a crucial skill at every level” - Peter Drucker “It’s not hard to make decisions once you know what you’re values are” -Roy Disney Drucker coined the term knowledge worker in the late 50’s -

Factors Which Drive Commitment Employees who recognize that their work is directly connected to the mission, vision and goals, they have an increased sense of commitment to them and the organization, especially when the organization recognizes it too!

Factors Which Drive Commitment Know your mission and vision statements List your goals and objectives Relate your content, service plans, communications to the organization Mission Vision Objectives/Values Goals Communicate Clearly Mission Vision Objectives Goals Credit to Yale SOM – who talked about this at a recent Social Media summit – how they tie ALL content back to their mission, vision, goals and objectives. Content broken into small pieces can be re-used

Topics Covered Today Commitment Factors Which Drive Commitment Social Media Engagement and Commitment Resulting Influences of Social Media on Commitment

Social Media Engagement and Commitment Communications planning should have a social media component for your mission, vision, goals and objectives A plan should include specific Platforms or channels for communicating highlighting related content or recent updates Include THE PEOPLE who do it Create campaigns – visible hashtags or tagboards Social media is intended to engage, inform as well as entertain

Social Listening & Participation Social Media Engagement and Commitment Content (mission, vision, goals) is your new brochure (business tone & structure) Social Media – new telephone or chat room channel. Constituents talk to each other (less structure, entertaining, engaging, funny ) Content Committed Behavior Future Committed Social Listening & Participation Emerging Behavior Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business

Social Media Engagement and Commitment Consider this: Organizations merely have a presence on social media, but people drive it and consume it. What does it mean when someone follows you? I want to hear what you have to say I am interested You are relevant You are worth my time Does your organization follow other organizations or people? Your CIO, senior leaders or directors Your line managers Your thought leaders Content you build is for your consumers. It drives their behavior and tells them about what you want them to do. They will act. Social media is where the consumers talk to each other and sometimes your business. They can become prospective consumers when other existing consumers advocate for your business

Topics Covered Today Commitment Factors Which Drive Commitment Social Media Engagement and Commitment Resulting Influences of Social Media on Commitment

Resulting Increase in Commitment *SAMPLE* Yale University ITS VISION Shaping the future of Yale and higher education through rock-solid services, innovation, technology leadership and strong community collaboration. MISSION Our mission is to deliver the highest level of service possible to students, faculty, and staff, and to demonstrate technology leadership that furthers the University’s mission. VALUES We aspire to five core values that underlie all information-technology activities at Yale: respect, service, leadership, transparency, and fiscal responsibility. PRINCIPLES or OBJECTIVES - Using these areas of focus, we guide technology decision-making and service delivery for the Yale community of faculty, staff, and students. Community Satisfaction Technology Leadership Staff Development Fiscal Management Rock-Solid Services Credit to Yale SOM – who talked about this at a recent Social Media summit – how they tie ALL content back to their mission, vision, goals and objectives. Content broken into small pieces can be re-used Theme is #RockSolidService Mission Vision Objectives Goals

Established Credibility and Content Resulting Increase in Commitment Established Credibility and Content University Department Personal Program DO THIS Build Content DO THIS Build Credibility Content must be authoritative and written by those experts and those who are authoritative. Having a professional personal profile on social media allows people to see who wrote the content which gives it more credibility Acknowledge Thank Follow

Resulting Increase in Commitment Our upgrade was a success! <link to details> #RockSolidService Social Content gains credibility when authored by experts Treat them as experts Responsible “I am connected to the success” “I am connected to the mission” Increased commitment You should be able to tell what someone does very quickly by looking at any of their social profiles… a little about their personality and probably who is paying them. What is the image you want to project? What are the topics you want to influence and be influential in. Stay focused on only a few topics – use consistent hashtags. It is not about being seen as a rock star, its about your ability to draw people into your topic, even if you discipline is quite small. BE THE EXPERT

Resulting Increase in Commitment Brand your Department or Program with #social cues Your web site is your home to content Your content is authoritative (business tone) Social content has a more casual tone Prominently display your social channels/addresses on your site, in your signatures and in all communications Use #hastags to tie mission, vision, goals to social content REPORT on it! Next is the department layer

Resulting Influence of Social Media Committed Engaged Conscientious Innovative Attentive Content Consumption Committed Behavior Future Committmentxxxxxxxx Personal recognition, departmental recognition, new connections, better rapport with leaders in your field, more opportunities to speak at conferences. People will begin to seek you out. Your circle of Influence will grow, and you will seen as a leader in your field. Someone who collaborates, shares their opinions, who can use technology effectively - As your content grows and you use social media – prospective clients will begin to see the value and join as part of your consumers Social Participation Social Behavior

Using Social Media to Increase Organization Commitment Collaboration and Social Media Using Social Media to Increase Organization Commitment Adriene Nazaretian Radcliffe Collaboration and Social Media Evangelist Office of the CIO Yale University March 2015 a_radcliffe Adriene Radcliffe Connect with me on LinkedIn or twitter! This content will be posted to slideshare. You are welcome to re-use the content, please give credit to Adriene Radcliffe and Yale Universiy